That puts us one percentage point ahead of Denmark, who are second on the list followed by Norway, Sweden, Luxembourg and The Netherlands.

Romania was at the bottom of the list, with just 10% of people having made a purchase in the past year.

Julie Deane, managing director of the Cambridge Satchel Company, said the internet was allowing businesses to grow rapidly.

"These days it is possible to reach customers in parts of the world a UK brand would not have had reach – total accessibility, global reach – the digital platform allows us to know our customers like never before."